1. Independent Age
Linking PR and communications
to your brand
Simon Bottery - Director of
Fundraising, Policy and
Communications
19 September 1

2. This presentation
• Definitions
• Different elements of ‘brand’
• Communicating the brand
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3. What is a ‘brand’?

4. A brand is a package of thoughts and emotions…
Knowledgeable…
Trustworthy…
…but a bit
old-fashioned
…and you can
Those thoughts and emotions
never get through are based on how you look,
on the phone! what you say and what you
do
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5. Brand and PR
Our job as PR professionals/communicators is
understand how we want people to view our
organisation and get the organisation to:
- look
- speak (say)
- act (do)
in line with that vision.
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6. Brand communications process
Express them
Understand Define and
visually, verbally
mission + vision agree brand Communicate
and in
+ strategy values
behaviours
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7. Independent Age

8. 1863: cash for life to prevent poverty
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9. Circumstances today have changed…
Poverty of
social
contact
Poverty of Financial
information… poverty
causes…
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10. 2011: Counsel & Care/UBS merger
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11. ‘ABC’ strategy
• A = advice
• B = befriending
• C = campaigning
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12. Brand values

13. Brand values
Active/pro-active; independent;
‘edgy’; lively; positive; fun
Authentic;
empathetic; caring;
people-based;
community
Enduring; long-established;
champion of older people;
determined
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14. Expressing brand values
• Logo
Visual
(look) • Colours
• Design/layout
• Descriptors
Verbal
(say) • Language
• Tone of voice
• Actions as
Behaviours organisation
(do) • Actions as
individuals
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15. Visual identity (‘look’)

16. Logo
Tree=enduring (committed)
Branches = community (in touch)
Berries = lively (vitality)
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17. Supergraphics
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18. 18

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20. Verbal identity (‘say’)

21. Tone of voice
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22. Language
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23. Standard text
• Independent Age is a unique, long-established and growing charity for
thousands of older people across the UK and the Republic of Ireland.
• Founded nearly 150 years ago, Independent Age has recently merged
with two other older people's charities, Counsel and Care and
Universal Beneficent Society, to provide a broader range of services
than any of the charities could provide separately.
• The merged charity provides national information and advice service
for older people, their families and carers, focusing on three vital
areas: social care, including care at home, in hospital and residential
care, welfare benefits, befriending services and other social support.
• This is integrated with local support, including: one-to-one and group
befriending schemes, and membership of the wider Independent Age
community
• We use the knowledge we gain from providing our services to help
influence policy and practice.
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24. Behavioural identity (‘behave’)

25. The Independent Age approach
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26. Vitality – ‘active/edgy/fun’
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27. Vitality – ‘active/edgy/fun’
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28. Vitality – ‘active/edgy/fun’
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29. Vitality – ‘active/edgy/fun’
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30. The brand through social media

31. Tetley
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32. Main message
Our job is:
• understand how we want people to view our
organisation; and
• get the organisation to:
- look
- speak (say)
- act (do)
in line with that vision.
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33. Contact
• simon.bottery@independentage.org
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